“Retaliation” had been scheduled to open June 29, 2012, not March 28, 2013. But, in a move that shocked movie-industry types, the big-budget action flick was pulled barely a month before its release date, ostensibly so it could be redone in 3-D.

As I outlined in this post last year, this almost never happens. A month before it opens, the PR wheels for a would-be blockbuster like “Retaliation” are already spinning. Industry-watchers speculated that the failure of “Battleship,” another Hasbro-based flick, gave them cold feet. And I’ve heard since then that they reshot some scenes to give co-star Channing Tatum (whose star rose in 2012) more screen time.

We’ll see if that seemingly panicky strategy works. Instead of opening five days before “The Amazing Spider-Man,” “Retaliation” goes up against the latest Tyler Perry melodrama (“Temptation”) and the latest Stephenie Meyer adaptation (The Host”).

The original “Joe” was a late summer hit. The studio, Paramount, is treating the sequel like a summer movie, says Box Office Mojo analyst Ray Subers. He’s thinking Paramount might be a bit disappointed with his projected $48 million take for the four-day weekend (a month ago, the studio moved the release date up one day; it actually began screening Wednesday night).

The 2009 original wasn’t screened in advance for critics. “Retaliation” was — and the critics aren’t impressed. It has a 30 Tomatometer score and this consensus: “Though arguably superior to its predecessor, ‘G.I. Joe: Retaliation’ is overwhelmed by its nonstop action and too nonsensical and vapid to leave a lasting impression.”

Maybe THAT’S why the release date was moved up a day — to get ahead of negative reviews, which usually appear in print products (including our mySA section) on Fridays. We’ll see if the strategy worked.